19.
Spread of news in Blogistan
• Takes about 1 week for the average
story to peak in links in the “blogistan”
• Staged release may be more effective
• Blogs and RSS feeds are powerful for
backlinks
• Press releases guarantee links
Cohen, E., and B. Krishnamurthy, “A short walk in the
Blogistan,” Computer Networks 50 (2006): 615–630.

21.
Metrics for the Masses -
How improved metrics will redefine
what we sell and how we sell it!
Daniel O’Neil
Pure Visibility Inc.

22.
Metrics and Marketing have
been uneasy bedfellows
“I know half of my advertising is wasted; I just
don’t know which half.”
-- John Wannamaker, ca 1910
“The time has come when advertising in some
hands has reached the status of science.”
-- Claude Hopkins, 1923
85 years later...

23.
Market Measurement has grown
explosively thanks to Google Analytics
A free tool that allows detailed traffic profiles
•
at a level of quality second only to high-cost
products like Omniture’s SiteCatalyst or
WebTrends
Business-oriented data, not geek-oriented data
•
Can be used to to make non-intrusive inquiries
•
into your clients and visitors’ needs.

24.
The short-term trend: analytics
will be as common as Outlook
Terms that are becoming more and more common:
•
– ROI
– Cost per Lead
– Cost per Conversion
– Sales Funnel considerations
– “Stickiness”
Web marketers that don’t promise metrics -- and
•
the ability to explain metrics -- will not do as well
as those who do.

25.
The long-term trend: Analytics will be used
to create sustained, detailed user profiles
Company
Product Line Books, some Media DVD Media, some Movie Consumer Goods
(Deep) Downloads (Deep) (Broad, Deep)
Business Model Brick and Mortar Online Subscription Online Commodity
Commodity Purchase Service Purchase
Knowledge of Customer Low High High
Preference
Degree of Customer Low High Medium
Feedback
Number of Customer Very Low High Medium - High
actions captured
Length of Transactional 0-1 ongoing, changes daily per login/purchase or
history and weekly browse

26.
How will the business model change?
• Increasingly commodities become monetized through
services. The Amazon and Netflix web properties are services
that contribute to the sale of commodities.
- Amazon’s customer retention in 2002 was 60%;
in 2004 it was 78%.
• Increase in measurable “Micropurchase” business models
– Subscriptions and Serials
– Tracked sampling offerings and price-reduced to get data
– Attribute bundling (enrich what a product is by adding
reviews, friend recommendation, etc.)

27.
These ideas are not new, but
they have been slow to grow.
Netflix’ model has been mature since about 2003;
•
Amazon’s model continues to evolve, but reached
Netflix’ standard around 2005-2006. Then they
surpassed it!
Traditional merchandising companies have been slow
•
to catch up because in order to make it work, a
measurable, superior SERVICE has to be the core goal
of any website.
It doesn’t have to be “High Tech”, but the vision has
•
to be clearly defined and supported by the
organization
-The Ann Arbor District Library gets it, but Target doesn’t!

30.
What Is MySpace?
OUR CORE VALUE
PROPOSITION:
MySpace is the most
effective platform to
reach the youth market,
offering unparalleled
reach and composition
among trend-setting
young adults.

31.
How We’ve Grown…
In just 3 years, MySpace has
achieved portal-sized reach…
– 71 MILLION MONTHLY USERS¹
We’ve become the premier
destination for young adults…
– 26 MILLION 18-34 YEAR OLDS
We’ve developed the highest
composition of 18-34 year olds
of all broad reach sites…
– 37% COMPOSITION
We provide both scale and coverage
of the trend-setting young adult
audience
Source: ¹comScore Media Metrix, June 2007, US

32.
MySpace is Home for Social Networking Users
SOCIAL NETWORKING
STARTS HERE… 62% of the Facebook
60% of the YouTube
audience visits MySpace
audience visits MySpace
• 68.4 million monthly users
• 82% of members are 18+
• 38% reach of the US online population
• 45.2 billion page views per month
• 14.2 billion total minutes per month
• Average of 207.3 minutes per user per month
68,392,000
• 58% of Social Networking market share
• 24.8 average visits per visitor
• 43% reach against all adults 18-34
58% of the LinkedIn
• 37% reach against HH Income 75k+ audience visits MySpace
* Duplication between Social Networking sites not shown
Source: comScore Media Metrix, US data – August 2007